It’s Easier Than You Think
The Internet presents a tremendous opportunity to extend your business reach. The old axiom on the key to business success the right product, at the right price, at the right place and time – still holds true. Except now the right place is the global online marketplace. Getting started is easier then you may think.
For as little as one to two dollars per day, small businesses can develop a Web site that increases revenues, reduces costs and provides an effective way to interact with existing customers while at the same building new business. Once you have launched your Web site,you have effectively gone global,reaching a broad range of customers across national boundaries and time zones.
The biggest risk? Not doing it. Just a couple of years ago, you would have had to literally spend millions of dollars in marketing and advertising costs to reach a worldwide customer base. Also, by not taking advantage of online eBusiness opportunities, you have effectively conceded the first-to-market advantage to your competitors.
You still have to come up with the right product at the right price. The Internet provides you with an effective global marketing tool with which to expand your market. Here are 10 simple,but essential,Web site management tactics that can result in an effective eBusiness Web site.
1 The Name Game Obtaining your own domain name is where it all starts. It says that you’ve arrived on the Web and that you’ve had the foresight to stake your claim in cyberspace. Take great care to create a simple, easy-to-remember name that communicates who you are and what you do. Then, you simply register your new domain name and enlist the services of a Web hosting company. Once this is accomplished, you have taken your first step toward becoming an eBusiness.
2 Get Instantly Connected with e-Mail e-Mail significantly enhances the interaction between a small business and its customers. As an eBusiness, your e-mail address will reflect your domain name, reinforcing your message and making it simple for customers to reach you. In fact, the U.S. government projects that electronic billing will cost the Postal Service $17 billion over the next ten years, according to Associated Press.
3 Start Simple Choose a simple Web site building tool. There is no longer a need to hire IBM to develop your Web site. Today, anyone who can use a computer can create a professional looking site in a short time. Affinity Internet Inc., www.Affinity.com, can help you develop your site effectively and inexpensively.
4 Customer Service 101 Supporting a customer service line can end up being very costly for businesses. Autoresponders offer an inexpensive, efficient and effective way for your customers to request and receive information automatically. You simply invite potential customers to e-mail requests for information and the autoresponder automatically generates the reply.
5 Create an Online Community Set up a place on your Web site such as a bulletin board or chat room where you can directly assist customers or allow them to help each other. It creates a sense of community among your customers and enables them to access others who have used your products or services.
6 Shopping Carts Without Wheels If online retail transactions are an important part of your eBusiness, there are tools available today that make it very easy to set up an online storefront that lets customers keep track of items they have selected for purchase while keeping track of the running total, as well as processing credit card payments.
7 Letting the World Know Your In Business Targeted mailing lists are easy to obtain. They can help small businesses reach their target market and harvest new customers. Start by looking in your local Yellow Pages under “direct mail” or any derivative and you will find a company that can supply a mailing list based upon your specific criteria. Or, search the Internet for mailing lists. Don’t forget about your customers; once they’ve registered with the site, you can identify their preferences by sending them follow up e-mails on promotions, new products, sales, etc.
8 Search Engines This is an invaluable tool that drives potential customers to your Web site. Even if a consumer has never heard of your business, a search engine can lead them directly to your site. To get the best placement, use a submission service. For a nominal fee, they will help you create a succinct description of your site and related service, including words that potential customers might commonly use when conducting an online search,it’s the best way to ensure that search engines will include your site in the search results.
9 Measuring Effectiveness To gauge the effectiveness of your site quickly and conveniently, utilize any number of tools to track statistics on customer traffic, site navigation, and origins. Find out which components of your site attract the most attention and which ones receive the least interest.
10 Continuous Improvement Consider adding counters, graphics, animation and other features to your Web site. Look at your site as if you were the customer. Listen to your customers! Your online customers will offer you feedback and get ideas for improving your Web site.
In conclusion, at first glance, the advantages of launching an eBusiness Web site on the Internet can be a murky and ambiguous proposition. Then there is the seemingly intimidating technology to deal with. My advice is to start simple. Use these 10 steps. See how your business grows. Who knows, maybe I’ll soon be reading about you as the newest multi-billon dollar eCommerce success story.
John McIntyre is chairman and CEO of Affinity Internet, Inc., a Los Angeles based Web hosting and application service provider (ASP) dedicated to guiding small and medium sized businesses seeking to build a successful eBusiness.
